Approximate Read Time: 4 Minutes
Our store owners have been in the flooring industry for years, accumulating knowledge and advice. Servicing generations of customers, we had a chat with Helen Lazenkas, a director on the Floorworld Board of Directors and the owner of Carpets Galore Thomastown who has been in the industry since 1995.
In our chat, we got to discuss the shifts in the flooring industry in the face of COVID-19, keeping up with trends and innovations, and the importance of family.
Read more insights from Helen in our article: How to Deep Clean and Maintain Your Carpet.
The landscape of people's shopping habits has undergone a massive shift since 2020. According to Helen, the rise of the internet and social media has significantly changed how people shop. Today, customers have a wealth of information at their fingertips from various different websites and forums. This means that customers arriving in stores often have a clearer idea of what they want and are seeking guidance on how to implement it from the experts at Floorworld.
Helen reminisces about 20 years ago when shopping involved physically visiting stores to touch and feel products and flip through paper brochures. The shift to digital has streamlined the process, making it easier for customers to make informed decisions before even stepping into a store.
COVID-19 further accelerated these changes. Helen notes that the pandemic taught people to shop online more efficiently, search for answers, and explore new opportunities for flooring options. The traditional face-to-face aspect of shopping took a backseat as people turned to digital platforms for their purchasing needs.
However, the flooring industry also thrived during the same pandemic era. With many people confined to their homes, renovations surged as more people invested in their own living spaces.
Contrary to what one might expect, the industry did not suffer; rather, it saw a significant boost.
Helen’s journey in the flooring industry began in the mid-90s, following in the footsteps of her family, who have been involved in the sector since the 70s. Her uncle, one of the founding directors of Floorworld, played a pivotal role in shaping her career. The legacy continues, and three generations of the family are now dedicated to the business, emphasizing a deep-rooted commitment to the industry.
One of the aspects Helen cherishes most about being part of the Floorworld family is the close-knit relationships among store members. It’s a community where everyone watches each other’s children grow up and celebrates milestones together. Whether it’s welcoming a new baby or celebrating a marriage, the Floorworld family shares these moments together, fostering unity, support and a strong sense of community.
Helen strongly believes in the importance of long-term relationships with customers. Her family has built and maintained these connections for over twenty years, which she now extends to her daughter, Olivia. This customer-focused approach ensures that standards remain high, as clients investing in their homes deserve nothing but the best.
Helen and her team frequently conduct extensive research to stay current with the latest flooring trends. They subscribe to numerous magazines, attend events and shows, and conduct online research. Olivia’s involvement in interior design and the operation of a design studio keeps them abreast of industry trends, not just in flooring but in broader design aspects like colour and tapware. This comprehensive approach ensures they offer informed and stylish solutions to their clients.
Discussing the differences between the building and flooring industries, Helen points out that builders can often hide imperfections behind walls or uneven floors. In contrast, flooring is a visible, finished product that must be perfect. Whether it’s carpet or timber, the final appearance is crucial, and there’s no room for error. The building industry may camouflage flaws, but flooring demands precision and quality, reflecting the high standards expected by customers.
Helen’s insights offer a detailed look at how the flooring industry has adapted to changing customer behaviours and the impact of the digital age. As the industry continues to evolve, Helen and her team remain dedicated to providing top-quality flooring solutions while maintaining the personal touch that sets them apart.
For those looking to take your next step in the flooring industry, consider a career in flooring, or find out how you can be a Floorworld store owner of your own.
Interviewer: Hi, Helen, how are you doing today?
Helen: Good, thank you.
Interviewer: How much has changed in the way that customers shop since 2020?
Helen: Well, the Internet has played a big role, also social media. A lot of people have information readily available that they can source via their computers, their iPhones, tablets, and from there they sort of come in and they have a bit of an idea as to what they want. 20 years ago it was coming in, having a little touch, feel and getting a paper brochure. So yes, a lot has changed.
Interviewer: But how do you think COVID has changed things, if at all?
Helen: COVID taught people to again, online shop, search for answers, look for different opportunities that they may have, you know, for floor coverings. But yeah, I think it did change the way people shop. People lost the face-to-face aspect of shopping.
Interviewer: And how do you think this impacted the flooring industry?
Helen: The flooring industry during COVID actually thrived because a lot of people were home, a lot of people were renovating, weren't able to travel. So your home was where you spend a lot of your time and, and they invested money in their homes. But as far as affected the industry, I, I really don't think it, it did, it, it hurt us in any way. Definitely not, not in our, in our area.
Interviewer: How and why did you get into the flooring industry?
Helen: How so? I got into the flooring industry in the mid 90s. My family's been involved in the flooring industry since the 70s. My uncle's one of the founding directors of Floorworld. Unfortunately, he's the one who passed away from pancreatic cancer and that's where the relationship lies between us and Pancare. We're three generations, so obviously, it's in our blood. I don't know what else to say.
Interviewer: What do you enjoy the most about being a part of the Floorworld family?
Helen: Like in the relationships that we've got with all the other stores, it's quite funny that we've watched other people's children grow up. People have watched our children grow up, and it is really a family aspect. Like when somebody has a baby, the whole of Floorworld has a baby. Or if someone gets married, the whole of Floorworld gets married. So we share that socially on a, on a members page. And you know, we're all excited for, for good news. But yeah, it's, it's watching everyone grow and evolve and it's it's just, it's being part of a family.
Interviewer: Can you share any personal or memorable experiences that highlight the unique character of your awards?
Helen: Though I suppose the most unique thing is that our relationships go back again 20 plus years with our customers. So it's like you've built a relationship, my parents have built a relationship, now I've built the relationship, now my daughter Olivia's building the relationship. So, it's all about being customer-focused and setting a standard. And that standard's got to be high because at the end of the day, you know, when people invest in their home, their flooring, they want the best and they won't, they won't settle for anything else and we would never expect them to.
Interviewer: How do you and the store stay up to date with the latest flooring trends?
Helen: So we read a lot of magazines, we buy a lot of magazines, subscribe to them. We go to a lot of events and shows, do a little bit of online research as well. Having Olivia here in interior design and running a design studio keeps us very, very up-to-date with trends and fashions and what's going on in the whole industry. Not just flooring, but design, colour, tap wear, like putting it all together. So I think it's just, yeah, we're not just about flooring. We do venture out, home shows, trade shows, wherever we can go, even garden shows we attend, attend all these different exhibitions just to keep in touch with what's going on. You'd be surprised what sort of garden show, whether it's outdoor furniture, how to bring inside, outside and vice versa.
Interviewer: What do you think are the differences between the building and the flooring industry?
Helen: Well, for the building industry, they can hide a lot behind walls and uneven floors and slabs and what have you. So they can get away with a lot more because we're a finished product that is visible. We have to be perfect. Our flooring has to be perfect, whether it's carpet, timber, whatever it may be. Our finishes are visual, so they're definitely seen. So I think as far as the difference is we can't get away with anything. It's got to be visually perfect. The building game, they can camouflage so much.